At Reina + Co, we help creatives like you who have all the ideas and want help focusing on the most important things. We want to empower you with the tools you need to take decisive action that will help you to grow a business that's Fueled with Heart.

July

13

2016

Creative Entrepreneur

The Phrase that Will Change Your Business

You know that if only you could get those clients, you’d blow them out of the water. You know that when you set your mind to something, you make it happen. It’s frustrating that you feel like you have SO MUCH to offer and yet potential clients just pass you by.

You attend networking meeting after networking meeting, and every time, you feel a little lame when you try to fumble through, trying to describe what you do. Or worse, you say, “oh I’m a photographer.” (It’s only worse because it tells me your job but NOTHING about what you really offer)

I’ve created a system to help entrepreneurs describe their business succinctly that allows them to feel confident when they have to introduce themselves and say exactly who they serve and what they do for their clients. Most importantly, this concise phrase (what I call the Rockstar Statement), when done right, has helped my clients sell out their programs, get clear on their messaging, find only ideal clients in their rosters, and get fully booked.

You in? It’s going to take some serious work. I’d dedicate about 2-3 one hour chunks to digest this information. If you do the work, this will change your business!

Client Clarity Methodology

The Client Clarity Methodology is the system that helps decipher who you are speaking to, what you do. You’ve probably heard this before but it is true, “when you’re speaking to include everybody, you end up speaking to nobody.” Getting clear on what your value proposition is, what your audience needs solved by you is the first step in coming up with the magical phrase.

Take time to journal these questions!

You:

Who are you? What makes you light up?

What are you soooo good at?

What do you love? What do you value?

What’s important to you? What do you stand for?

What do you believe about the work you do (take a stand)?

Why are you in business doing what you do (when there are a million other things you could be doing)?

What would you do, even if you weren’t paid?

Who?

Who is she?

What does she do?

What hats does she wear? What roles does she play?

What’s important to her?

What does she believe?

Help:

What does she need help with?

How can you help her?

What’s the struggle that you can help with?

What are her PAIN POINTS when it comes to your line of work?

How:

What are your tools or your skills for being able to help her?

Is there a process you use?

Why:

Why is helping her with this important to her?

How will her life improve by working with you?

What’s the “so what” to the result that you offer?

What did you learn from this exercise that you didn’t know before? What was illuminating?

Rockstar Statement

Here we are, ready to craft the rockstar statement.

This is an articulate and concise statement of who you are, who you help, how working with you benefits the people you help. It’s the phrase (once you say it enough times) will roll off your tongue at every networking event and social gathering to help people who aren’t in your industry understand what you do.

This Rockstar statement is your client magnet. If you do it right, they will know that you are the one and only person to help them with their problem. It sounds so unlikely but it’s true. When I say my rockstar statement (I’ve said it thousands of times now), I get “I think you’re reading my mind!” and that’s exactly the reaction you want to get from your ideal client!

So here’s the formula:

Who you are + Who you help + Benefits (in their words) = Rockstar Statement

Who you are: You can say your title but it’s possible to not even mention what exactly it is you do. Don’t focus too hard on this piece.

Example 1: I’m a fine art photographer who..

Example 2: I create recipes…

Who you help: This is where the “who” of the CCM comes to life and add what you learned from “help” about what they’re struggling with.

Example 1: captures the beauty of motherhood through documenting the simple moments…

Example 2: for busy moms like me who want to get in shape…

Results: What’s the benefit of working with your amazing self!? Also known as, why should your client CARE? This is where most of the people who work on this get stuck. You MUST use words that your clients would use. This is where the magic happens.

In order to do this, go through ideal client’s emails, intake forms, meeting notes, or start listening closely and see what words they’re using to describe what they WANT.

Example 1: that last forever so she can remember this precious and crazy time.

Example 2: I help her cook Healthy meals that help her to lose that baby weight and feel great about her post-baby body.

Here are the rules: SUPER short (2-3 non-run on sentences) that you can say 10 times to different people at a networking event. ALL in your client’s words. NO industry language. Don’t include how you do the work you do (they don’t care).

We’re shooting for a statement that makes your client go: OMG I need that! – OR – I totally know somebody who needs to hire you!

Homework:

Talk to 10 people and tell them your rock star statement. If it feels awkward to say, change the words. If people aren’t “getting it,” then edit it.